This Revealing P&G Campaign Takes a Look at Couples' Mental To-do Lists

Proximity's #mentaldownload project in Spain takes a more nuanced look at gender imbalance
Mar 12, 2019 3:50 PM ET
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By Alexandra Jardine

P&G is taking a revealing look at the gender imbalance in household chores in its latest campaign from Spain.

In a project titled #mentaldownload (#descargamental in Spanish) the company aims to reflect that, despite the fact that families and roles are changing, many women continue to be responsible for all logistics and decision-making in the home.

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